So, how do you know which creatives work best for your brand and what your audience would like to see? By following a strategic and systematic approach to marketing to gain a better insight into the algorithm and stay ahead in the game!

We got the opportunity to have Guillaume Dumortier – the Founder and CEO of The Growth Concierge – share some insights with us about building successful marketing campaigns by testing, analyzing, and optimizing the visual content. 

Importance of Visual Content for Brands

Visuals are the first point of communication between a brand and a customer. In fact, they’re essential for every stage of the customer journey and for every touchpoint – be it the first time they’re discovering a brand or when they know and trust a brand and are likely to purchase from them. That’s because customers tend to look for visual cues to form a cognitive association with a brand. How a brand presents an ad or any form of marketing content influences how the brand will get registered in their brains or if they will even remember it!

So, what makes your customers associate with your brand? Your branding has a huge role to play in it and a large part of that includes your brand colors, logo, design, font, etc. For example, Facebook’s look and feel is more on the classy & modernized yet minimal side, while TikTok has a material design with bold colors.

Guillaume says, “If you want to refine your brand, then you need to pay attention to the long term visual, which is branding – the universe that your brand is creating for its customers”.

How you translate your brand appeal across different channels helps in building your brand perception too! This involves strategically placing your logo, images, and designs in different forms of creatives, including YouTube thumbnails, hero banners, social media posts, etc. The key is to maintain consistency in design in these channels so your customers recognize your brand wherever they go!

The Visual Content Generation Process

Following the blueprint from Meta, the creation process is pretty straightforward. You start with an objective, followed by building your ad set. Then, you set your audience and work on the creatives as part of the last step. 

“The creative part is always the last and the most important action before you go live because many factors are taken into consideration in this step. For this, you now have tools that help you generate multiple variants of the creatives based on your input. These tools connect with the analytics of the advertising platform and help you get more predictive about the click-through rate based on an ad created,” explains Guillaume.

Your 7-step Marketing Campaign Checklist 

Guillaume further shares a comprehensive marketing campaign checklist every brand should follow before going live. Here’s a quick summary of it:

1.  Multiple Variations of Creative

Have multiple (at least 5) creatives stacked up for a campaign. This includes creating different versions of headlines, descriptions, and designs. It allows you to get your hands on the optimal creative ready to go live, increasing your chances of seeing decent results from the campaign. 

2. Have Control over Ad Budget

It’s not a good practice to have your daily budget allocation run on autopilot, as in the case of Facebook and other platforms. Instead, you want to ensure that every ad set and group you're going to create has its own allocated budget even in a dynamic setting, and the algorithm is not allocating the budget for you. 

3. Your Offerings and Action

Have complete clarity on what you’re offering through the ad and what action you want your audience to take. For example, are you offering a discount on a product, asking them to download an app, or submit a form? Do you want to make a sale or promote your audience to read a blog post? If it’s a video you’re advertising, do you want your audience to just view it or click on a link or a button?

And most importantly, is your offer compelling enough to draw your potential customers in?

4. Audience & Touchpoints

Understand the audience you're catering to. Answer these questions – is it their first touch point with your brand? What’s their intent? Is it a custom audience? 

If the audience already has had touchpoints with you before, how are you remarketing and retargeting?

5. Stage of the Marketing Funnel

Keep in mind the marketing funnel stage and the customer journey you’re targeting through the ad. Are you trying to raise awareness about a problem your product can solve (top of the funnel) or convince your audience to take a free trial of your product (bottom of the funnel)? 

6. Creative Layout

Pay special attention to the placement of creative elements in the ad. Figure out the layout of the ad. Should it be just the product image, reviews, or product benefits? 

The headline is the most important thing here. Be mindful of its size, placement, and color choice.

7. Know your numbers

You can only optimize what you can measure! 

Most marketers tend to forget the foundational piece of any marketing – tracking. This is why Guillaume advises marketers to get access to attribution parameters to measure what actions are taken through your ad.

Dynamic Creative Testing

To predict the effectiveness of the visual content of an ad, conduct dynamic testing for different parameters- format, placement, size of creative, copy (headline, description, CTA text), language, model, etc. For example, test how 2 creative ad sets, one with a bigger image but a smaller headline and another with a smaller image but a bigger headline, compare with one another. 

Once you have the results, the very first insight you should be looking at is the Click Through Rate (CTR), i.e., the ratio of the number of clicks your ad received. And in case it’s a video ad, check the retention time, i.e., for how long is the audience watching the video. Then, based on this data, compare the creatives in the given order; headline, creative design and layout, and then description. This would help you have a couple of high-performing creatives in your arsenal that you can use and optimize the next time you’re running ads, saving you plenty of time. 

“In the end, your marketing process and your approach to conducting analysis are more important than completely relying on tools. Your creative power is your top resource,” says Guillaume.

Final Thoughts

Guillaume believes, “Marketing success is a marketing failure gone wrong, and you should prepare for learning, not for success.” And this approach of understanding the algorithm to achieve better ROI on ad spending has enabled him to drive results for multiple brands, including fortune 500 companies! 

He further talks about the role a marketer plays in adding emotions and feelings while augmenting the data generated by AI tools to predict the result and optimize accordingly. Having a well-defined process of augmenting that data rather than simply relying on buttons to do the job for us is really important!

Tune in to our podcast Spilling the Magic Beans to gain marketing insights from experts every week.

The post How to build your campaign ‘Go Live’ Checklist 📈 first appeared on Rocketium.

As the attention spans of the customers keep decreasing, businesses are constantly looking for new avenues to communicate with them in a very short time frame. This means digital display ads are no longer enough to garner their attention and drive conversions. 

Video advertisements appear to be attracting more customers. In the US market, the total spending on video ads was 63.8 billion dollars in 2021, which is expected to grow to 134.5 billion dollars in 2026.

We had a chat with Sally Ann Lopez, Senior Director at the CMO Council – a peer-powered network for marketing executives and decision-makers – about building and optimizing ad creatives to gain an edge in the saturating digital media and stand out as a brand!

Current Trends in Digital Advertisement

Digital ads continue to grow even when we’re shifting back to the old ways of working. This is because organizations witnessed the impact and benefits of going digital and meeting their customers through their preferred channel.

Today, in the world of advertising, videos are a popular choice of communication among customers. They are drifting towards short-form videos that can deliver a brand’s vision, advertise a new product, or briefly introduce a brand in the shortest possible time.

Building Impactful  Video Ads 

Your first interaction with your customers shouldn’t be a lengthy one. They don’t expect to watch a 5-10 minute video to know your brand. Instead, they prefer acquiring information through short videos in a consumable and bite-sized format in the first encounter. Later, they can explore longer pieces. 

Platforms such as LinkedIn, Instagram, and Facebook have algorithms pushing video-based content more than static content, encouraging users to create more of them. So to make a mark in the crowded digital space, create attention-grabbing ad creatives with short and compelling copy. 

Sally further reveals, “People realize sometimes less is more, they're going with brighter colors, they're going with more impactful visuals, they're going with colors and visuals that will stand out against the crowd. So for the videos, they're using different production techniques to have that little edge.”

Which Channels to Target?

Ad creatives need to be channel-specific as people come to different platforms for different purposes. For example, Facebook and Instagram are social media platforms, with Instagram focusing on video content. Therefore, the ads on these platforms should cater to this audience only. Similarly, ads on an e-commerce site like Amazon would be more sales-focused, suiting that audience. 

Meanwhile, there are also channels popular only in certain regions, which Sally explains in the example below.

“Chat Commerce has become a big topic of conversation within Europe, Latin America, and APAC, not as much as the United States. So I think regionally, that's very contextual. Also, your demographics will be very contextual in where you need to focus in terms of your channels.”

Analyze where your customers are and how they behave on these channels. For example, track where your website traffic is coming from and interact with your salesperson to understand your customer behavior and the recent trends.

Based on this data, optimize your ad creative for their preferred channel – maybe recreate the ad in a different language, have a text overlay in some areas of the creative, or have a text callout to have a dynamic conversation with your customer. 

Efforts that Go into Creating Impactful Video Ads 

To do less, you need more!

Building successful video campaigns takes a great deal of effort in the backend, involving multiple teams and stakeholders. Organizations hire in-house talents or outsource some parts of a project to an external agency or contractors to work on ad-creatives. 

Sally lists 4 prerequisites for marketers to base their ad campaign decisions on. 

• Know the stakeholders you’d be coordinating with – copywriter, designer, web developer, videographer. Figure a way to streamline work between them to understand the best way to collaborate.

• Figure out a way to seamlessly collaborate between the team so that everybody is bringing their best to the table. This teamwork and cross-functional alignment are critical for a campaign’s success.

• Look at the digital assets you created in the past for email, socials, or websites in the content inventory and devise ways to repurpose those with a spin.

• Understand where you want to optimize your spending. Would you like to focus your company resources or insource some talents to have total control of your digital assets? If you have other spending priorities, it’s better to use some of your resources and have them collaborate with an external agency or contractor.

Tracking the Analytics

To measure the effectiveness of your campaign, you need to understand where your customers are coming from, what kinds of ad creatives work, and what resonates with them. And for that, you need real-time analytics tools at your disposal!

Real-time analysis helps you optimize your campaign and make informed decisions about campaign adjustments. You need to be well-versed in your KPIs and know what you’re spending on the creatives and how much ROI (reach, clicks, engagement, and conversion) they are bringing.

Sally says, “The customer journey is not that simple and straightforward anymore. We have a very convoluted customer journey. So it's not just like clicking on this ad and then purchasing it. There are different steps involved for one conversion to happen! We're trying to drive profit. So, no matter how unique you feel your campaign is, if it's not driving folks down your funnel, then you're in trouble.”

Summing It Up

Building high-performing ad campaigns is not a one-person job. It takes a multitude of resources, a lot of processes in place, and cross-functional collaboration to produce ROI-driven ad creatives. 

On top of that, you must keep a close eye on real-time analytics to track your progress and figure out where you need to pivot!

Tune into our podcast Spilling the Magic Beans to gain insights about high-growth marketing campaigns from experts every week.

The post Here’s How To Build Ad Creatives that Convert 🚀 first appeared on Rocketium.

Moreover, a typical marketing campaign has multiple moving parts – creatives, finding the right channels, and analytics. How does one determine what works and what doesn’t? The common denominator to all of the above is understanding who the customer is and what their needs really are. 

Jonathan Biggs, Chief Media Buyer at DFO Global, has made it his life’s mission to help companies and brands grow. As someone who “live(s), sleep(s) and breathe(s)” creative testing everyday, Jonathan has a rich perspective on the core components of creative design and the role of technology. 

He shared some of his insights and learnings with Rocketium’s Satej Sirur on the latest episode of Spilling the Magic Beans.

How to Leverage Performance Data to Discover Unmet Needs and Optimize Ad campaigns Performance

Whether your goal is customer acquisition, engagement or conversion, “creative is probably the most important thing,” John says. Unless people are actively searching for your product by name, you need to work hard to find the creative-media combination. He likens it to “kind of stopping people in the middle of the highway to try and sell them something on the side of the road.”

To make people stop scrolling and pay attention, the creative must focus on their “pain points, what words, what terminology they're using… to make it resonate with them” and make them say, “oh yeah, that's me.” 

Jon prefers to look for “directional significance as opposed to statistical significance” in order to quickly decide which creative concepts to test. This approach helps him overcome some of the tracking difficulties marketers are facing lately.

Here are some of John’s top tips and tricks to optimize ad campaigns and drive ROI:

1. Track Amazon Reviews for user experience insights

According to Jon, Amazon reviews can be a great starting point to really understand customer pain points, more so if you are a startup. 

“Look at the five stars and the one star….see what people like, why they're buying the product (and) see what people are upset with,” John says. 

These data points can form the basis for testing new creative concepts aimed at addressing objections at the consideration stage. “So those are more like on a retargeting campaign or concept that we'd be looking to overcome those objections in a separate test,” John explains.

2. Leveraging performance data efficiently:

John rates Facebook as “probably the best place to test just because you can get the cheapest (ads) depending on what objectives you want to go after.” He’s also a big fan of the dynamic creative ‘breakdowns’ feature within Ad Manager, which enables him to “go broad” with “four or five different (creative) versions” for different campaign objectives. 

He points out that testing has become harder with the change of conversion tracking rules for iOS14 and Facebook (72-hour window for displaying performance data which has since been removed). 

“But then after the three days…all the ones they missed that you'll just see, show up in Ads manager,” John says. That’s why John and his team start analyzing the data to find headline-text combos that might work. “Then I’ll kind of pull out whatever those top ones were,” John continued. He uses the post IDs to pick out combos with the highest potential. “You click little timestamps (and) you can pull the actual post…that have been kind of proven and you'll test those against each other.” 

This data can be used for “more than just targeting audiences,'' John says. He also uses it to optimize ad budgets for “both our control and scaling campaigns”.  

3. Key campaign metrics to monitor:

John emphasizes the need to focus on the right metrics to measure campaign performance. Of course, historical data such as the number of views and columns are important. However, custom metrics can provide a whole new perspective when it comes to driving engagement. 

“We'll do the three-second video views per impression, that ratio.” The metric allows brands to understand the actual engagement generated by an ad as opposed to an auto-playing video. 

Jon says a view rate of 30% is “typical”. However, to create real engagement, the view rate needs to be “in the 40% to 50%” range. This is where “Facebook is going to reward you because they want engaging content on their platform.” Is there an upper limit to this? Jon says, “I haven't really seen too many that have been able to get over 50%…our CPMs drop pretty significantly once you get above that.”

In addition to three-second video views, the other important metrics for John are total impressions, clickthrough rate, and average watch time. Of these, analyzing the clickthrough rate is important to identify the drop-off point and run tests on that portion of the creative to possibly increase the engagement time. 

“So you kind of want to look at where the drop off is to say, like, okay, everyone's leaving right here…what can we test in that part and change to kind of keep them on the video a little bit longer?” Johnathan says.

4. Cross-platform analytics:

John replies in the affirmative on being asked whether there was any utility in cross-platform analytics. He points out that testing the same creative across multiple platforms “definitely in like (Facebook) Stories, placements or (Instagram) Reels… would be valuable if you were able to segment out just those placements and how they performed.” 

This is because tools are now available which allow you to export existing TikTok content and “run on Facebook and they do okay”. 

However, he clarifies that it is organic content designed exclusively for each platform that works best. John believes that marketers need to focus on comparing and tagging other data points other than those available on the platforms themselves. 

John currently relies on spreadsheets to compare “copy and whatnot and just kind of like sifting through reports.” However, he warns that it was “a pretty manual process and time(consuming).” 

The benefits, though, outweigh the results. “There's always stuff you can do to help optimize campaigns. So all those things fall into that category,” he adds.

5. Creative optimization

Most brands are rather optimistic about the creatives used in their campaigns. There is little effort made to experiment even though creatives are estimated to drive between 40% and 70% of the performance of a campaign. John says that brands need to avoid the tendency to randomly run creatives saying “it didn't convert. Give us another one.” 

He draws attention to the cost implications of this approach. “I think there's a lot of wasted money that's happening because of that,” he states matter-of-factly. He says that as platform-targeting algorithms get better and better “creative seems to be like the last thing that you can control.” 

So much so that “the more restrictions you put on the algorithm, the more expensive your CPMs are going to be”, he explains.

Final thoughts

It is quite clear from the conversation that brands have no choice but to focus on “creatives at the analytics level and then using that to optimize” as John puts it. Platforms like Facebook Ad Manager already offer comprehensive analytics on campaign performance today. New algorithms capable of optimizing targeting parameters have already been introduced. 

If there’s one thing that isn’t readily available on the platform, it is personalized creatives. The strategic use of creative automation for developing and scaling creatives for different cohorts could be the next big opportunity for brands to drive engagement and conversion.

The post What are the ingredients of high quality content first appeared on Rocketium.

These campaigns require meticulous planning to reach the target customers, understand their requirements, and finalize a package connecting to your audiences.

We sat down with Rapti Gupta, Director of Brand Marketing at Instamojo, one of India’s simplest online selling platforms, to determine the best strategy for developing a successful testimonial campaign using the example of “Mojo Stars,” Instamojo’s successful marketing testimonial campaign.

The Objective of the Mojo Stars Marketing Testimonials Campaign

Instamojo started as a successful payments platform that assists small, independent enterprises, MSMEs, and startups in operating successful eCommerce operations by providing them with online storefronts and payment solutions. The company went into the market in 2020 before the pandemic by acquiring a company named “Get Me a Shop.” The main aim of Instamojo was to position itself as an eCommerce platform through its brand campaigns and not just be categorized as a payment platform.

The company’s long-term vision is to promote entrepreneurs from all over India. They wanted to simplify their payment system so that it could be used by anyone and everyone, even if they got intimidated by technology. 

Rapti explains, “The platform itself is so easy to use that anyone intimidated by technology would not have to go through that, essentially even payments. The product was so easy that someone could quickly collect online payments. They would have to share a link on social media like on WhatsApp or Facebook or wherever, even on your YouTube chats for that matter.”

Instamojo’s most popular testimonial campaign is titled "Mojo Stars" because they wanted to show people that Instamojo can be used by individuals from all walks of life, even if they don't have much experience with technology.

Origin of Mojo Stars Campaign

Mojo Stars is a storytelling campaign that Instamojo uses to show how sellers in India, no matter where they are located, can grow their businesses online despite the challenges they face. The objective is to attract more sellers and find the stories to motivate them to start their businesses. 

Rapti considers these sellers as the face of their brand, and to enunciate, she shares some inspiring anecdotes. For example, she talks about a 55-year-old woman hailing from the small town of Dehradun and how her childhood hobby of cross-stitching changed her identity overnight. It is the story of nearly every Indian household where the women are in charge as homemakers and mothers. However, they often overlook their potential to become successful entrepreneurs. In essence, that is the campaign's guiding tenet. 

Instamojo is attempting to convey that a variety of people are establishing or expanding their businesses online every day. Rapti shares about a person who started a business called ‘Music Therapy’. He creates compositions to heal people with music. She further shares, 

“It’s like a prescription of music. He’s seen insulin levels spike or drop for diabetic patients. The stress levels are regulated in different anxiety patients. So this person has created that kind of an impact through his unique way of healing people. Now, he’s trying to create more music therapists in the country through his workshops. So we are trying to tell the world that these are the stars of Instamojo.”

Choosing the Right Sellers

“We believe that everybody can be an entrepreneur.” 

Rapti believes the category is broad, but Instamojo has prepared a method of shortlisting the right stories for the campaign that can hit the right chord and inspire millions to become entrepreneurs. So, with the help of their data team, Instamojo found out that their users are someone with an Instagram business profile and a follower base of 100 to 10,000. Then, they used it to find out sellers who have subscribed to their premium package and shared their stories with audiences looking for entrepreneurship ideas in that particular category.

According to Rapti, these testimonial campaigns are different from regular brand campaigns, as Instamojo is spending its media money to drive discoverability for these brands. 

“This is the problem statement for the merchant as well or our seller as well. So we plug that into our brand campaign as well. So while we allow them to bring their stories to the forefront, we also put in money and promote this as a campaign and show it to people who may be interested in such a business. So that's the way we're going around optimizing the campaign.”, adds Rapti.

Choosing the Target Audiences

Instamojo considers itself a data-driven company where decisions are made in sync with the data and performance teams. Their performance marketing team acquires more users for the online stores, and the support team builds attractive online stores for these sellers. This is what Rapti considers the USP of the company and the reason behind its success. 

The company's plan with the Mojo stars campaign is to bring in businesses from different categories and provide various use cases. But it was no easy sailing for the team as they faced different challenges, including shortlisting the right stories, persuading these sellers to share their stories, and making them understand that they don’t have to give anything in return for these campaigns. 

Instamojo strongly believes that the sellers’ success leads to the success of their online store and campaign.

Choosing the Right Stories

Instamojo chooses the right stories by looking at its sellers’ online stores and social media profiles to understand its activities. These data are then used to determine whether these sellers are talking about their vision. 

After the shortlisting process, Instamojo contacts them to finalize a schedule for the interview. Everything is sent for their approval, as they believe they are the rightful owners of their stories and their portrayal.

Profitability of Testimonial Campaigns

Instamojo has successfully joined 3.5 lakhs new users, which is only through the Mojo Stars Campaign. 

So how have they been able to achieve such a target?

Rapti says, “Through right targeting and fine-tuning of the campaign. If Chachi Cross Stitch is selling art, we took that category and replicated it in our audience targeting. We also started showing the story to the people. If it’s an ice cream related story, we show it to people interested in restaurants, eating out, and dining out.” 

With this fulfilling campaign, Instamojo increased its GMV, and it can increase the sellers’ trust in them.

Take Away

Rapti and her team's Mojo stars testimonial campaign has been a big success. So how have they achieved it? 

They went through a three-step process: first, they determined their campaigns' primary objective, then devised a realistic launch schedule. Then, when it comes to finding the right consumers to tell their tales, they perform extensive research and preparation, so if you can follow these tips, your testimonial campaign can also be successful.

To get more professional insights about high-growth marketing campaigns, tune into our podcast, Spilling the Magic Beans. 

The post How Instamojo created their hugely successful testimonials campaign: ‘Mojo Stars’ 🌟 first appeared on Rocketium.

In addition, measuring a campaign’s performance has become much easier with performance metrics. This has further enabled improvement in campaign performances. A HubSpot marketing statistics says over 60% of marketers measure the success of their content marketing strategy through sales.

Our senior VP of Business here at Rocketium, Karan Rao, speaks to Cynthia Sandoval on our podcast series, Spilling the Magic Beans. Cynthia is both a paid acquisition manager and director of growth at ‘Talkspace,’ a mental health app dedicated to improving the mental health and lives of patients. In this episode, Cynthia talks about:

• what it takes to build high-performing campaigns consistently.

• what kind of content performs well on ads.

• how to measure the success and performance of your campaigns.

• the A/B testing framework that she has adopted to optimise and iterate her campaigns.

Steps Involved in the Campaign Launch Process

Cynthia says that they majorly push ad campaigns on all the digital spaces and channels, including YouTube, Tick Tock, and a bit of Pinterest, focusing more on Google and Facebook as they are the major players.

When it comes to campaigns and processes, Cynthia explained that there is a lot of difference between working with an external agency and working internally within the company or brand. Processes also differ depending on whether you have an internal creative department or are outsourcing your work. On working on the agency side of things, a lot of factors may vary. For example, the creatives may require more edits and revisions from the client’s side, and the process might be comparatively complicated.

Cynthia shares that while launching a new campaign, they initially rely on their content calendar. Then they begin planning well in advance of the campaign's launch month. Some important steps involved in the entire process are:

• an overall content refresh

• special promotions

• preparation of creative briefs

• coordination with specific creative units

• assessment of an overall timeline for the campaign depending on the occasion or the special day

• repurposing content for different platforms

• analysing the campaign results done on various social media platforms by measuring overall engagement rate, looking at the funnel metrics, and conversion rate purchases

Throwing some more light on the analysing process, Cynthia says that:

“To assess the true success of these campaigns, we rely on brand lift studies and overall survey data. I think brand lift studies are probably the most effective.”

Stakeholders Involved in the Creative Process and Why Hybrid Model is in Trend for Branding

Talking about the stakeholders involved in the creative process, Cynthia says that:

“It looks different, going from brand to brand.”

Most brands at the growth stage will have someone internally to facilitate the branding process. Or else they have their brand guidelines already laid out. But they might not have an entire creative team to execute the process. In that case, they rely on freelancers and external agencies following a hybrid model.

Cynthia explains why hybrid is in trend rather than relying more on the insourcing of creatives and branding. She says that for different social platforms, you need to create specific content; for this, you need specialised agencies who master one handle. 

Best Content Practices across Platforms for Optimum Campaign Performance

In terms of content practices, Cynthia advocated using the UGC (User Generated Content) approach. This means using the content created by the users of the brand for further marketing and branding. It could be anything like the product’s unboxing videos, product comparison physical demonstration (videos/blogs/ social posts) done by the customers, the LoFi (Lower Quality on your iPhone), paid review videos on YouTube, Facebook, and TickTock, etc. These kinds of content are in trend right now and are performing well.

As marketing and branding managers, it is important to take some time to analyse what works and what doesn’t. It is your job to understand your end-user very well. It can be time-consuming and tedious but in the end, measuring your marketing and branding efforts is crucial. Regarding being in sync with your clients’ needs, Cynthia says:

“In order to properly market to them, you need to understand their needs and current pain points. So, your creatives and entire creative strategy should depend on what they’re going through.” 

‘Segmentation’ is the key to Testing Campaigns

When it comes to testing campaigns, ‘segmentation’ is the key. Also, the way you measure the success of your ‘prospecting campaigns’ would be different from the ‘retargeting campaigns.’ Talking about her testing process, Cynthia mentions some of the factors at the top of the funnel metrics that they would look at would be:

• click quality

• thumb stop ratio

• post engagement rate, which is post engagement divided by impressions

These would be for the ‘prospecting campaigns.’ And while some of the bottom-funnel metrics for the ‘retargeting campaigns’ would include:

• checking ‘add to cart to purchase ratio’ on a weekly basis

• check out process

• conversion rate

Campaign Testing: An Important Step for Brand Awareness

At the end of the day, ‘purchases’ are what matters; hence all branding activities are ultimately related to the downstream metrics. But going back to brand lift studies, understanding how the brand is growing and analysing brand awareness is important.

Talkspace conducts campaign testing from time to time with some clients. A conversion list study is one way of testing campaigns. Testing campaigns is crucial to understand a brand’s performance. While testing, it is found that retargeting is much more effective for conversion rates, and creativity does play a role in it. Cynthia says that:

“You have to make sure it's a delicate dance in terms of creatives and that you are not convoluting the test way too much.”

What works in your creatives can also be subject to testing. For example, whether it is the design, the headline, or the description.

Talkspace has a full range of creative suites that are currently being tested. Its strategy is to constantly stay on top of trends, test creatives, and analyse the performance of its campaigns to maintain creative diversity.

Final Takeaways

In her final words, Cynthia emphasised the importance of focussing on creatives and one’s referral strategies. She gave three priceless takeaways that would help brands to keep growing constantly. 

Firstly, post iOS environments, one of our biggest optimization levers now would be the creatives. Hence, having the right atmosphere and the right people to do the creative tests would be good.

Secondly, it is important to keep your creatives as fresh as possible and to constantly test campaigns and creatives. In this regard, Cynthia says:

“You are only as good as the amount of tests that you run.”

Lastly, constantly work upon and improvise the referral strategies to keep your brand growing.

The post Here’s how to build an A/B Testing framework for your campaigns first appeared on Rocketium.

Once you make the campaign live, you can witness the results of your effort. Done right, digital marketing campaigns can be extremely rewarding. However, the rewards depend on the type of marketing campaigns you choose, how well you run them, and the campaign performance analysis. But your journey doesn’t end here.

In conversation with Shweta Sivasankaran, Marketing & Growth Head of Mensa Brands and Ex-Director of Marketing at Unacademy, we discovered a few great tips on successfully running a digital campaign. She shared her experiences of experimenting with different campaign types. Also, she gave us key insights into campaign performance analysis. Here’s a snapshot of our conversation with Shweta.

Managing Digital Marketing Campaigns Across Different Channels

Every day customers come across brands through various channels. It is through marketing campaigns that brands increase awareness, user engagement, and the likelihood of conversion. Hence, being present on the right channel with the right message at the right time is crucial. 

But, it is difficult for brands to be active on all channels at all times. Moreover, it gets tough to manage the campaigns across different channels. This is when you need automated marketing campaigns. 

Shweta Sivasankaran says, 

“A lot of channels are actually delivering great performance on automated campaigns, a lot of what's really in the control of a marketer is just technically creative bids and budget.”

There are several marketing automation platforms that enable marketers to design their campaigns based on AI-powered creatives. They offer features like AI copywriting tools, and multi-channel integrations to make the marketer’s job easier. 

With such platforms, the marketers only need to look after the creative aspects and the marketing budget. Everything else is taken care of by the automation platform or software. 

Experimenting with Visual Content in Digital Marketing Campaigns

Visual content marketing has grown in popularity in recent times. But a few marketers are still unaware of its full potential. 

According to research, 23.7% of content marketers consider visual content to be their biggest challenge. But the key to successful visual content marketing is trial and error. It is through experimentation with visual content, their formatting, placement, etc., that you can find out what works and what doesn’t. 

Video content is currently trending across marketing channels. When using video content in marketing campaigns, the format matters a lot. So, you must choose how you want to communicate your brand story to the target market. 

With the reels trending on social media platforms, short videos have suddenly gained popularity. In fact, Instagram reels receive 22% more engagement than regular video posts.

Shweta highlights her experience of experimenting with reel-like videos at Unacademy. She says, “We thought of trying out short, crisp, reel-like videos that you come across on social media. So, we actually got selfie videos of 15 to 20 seconds or CTA-driven videos, made by our educators, that went through a quality check.” 

The reel-like videos worked well for Unacademy. They contributed 70% of the total campaign revenue. 

What we can derive from here is that with the dropping consumer attention span (merely 8 seconds), we must try to deliver quality information in the shortest possible time. 

The CTA-driven reel-like videos worked well because of the quick delivery and easy-to-consume bite-sized information.

Besides the video format, you can experiment with the video content as well. For instance, the background, design, hero sections, brand USP, content language, and campaign channel used for advertising.  

Key Metrics to Measure Digital Marketing Campaign Success

Marketing metrics help to improve campaign effectiveness. If you track a certain set of KPIs, you can measure how well the campaign has performed. It will enable you to direct your campaign initiatives towards well-defined goals while making improvements in the areas that lack. 

Shweta elucidates, “There are two types of metrics that we must look into to measure the performance of the marketing campaign- on-platform and off-platform metrics.”

There are several key metrics that marketers need to track when running campaigns. However, there are a few specific ones that demand extra attention. One on-platform metric that we can look into is CTR (Click-Through-Rate). Based on your chosen platform, a high CTR means better engagement, more ad impressions, and better organic search ranks. 

Similarly, the off-platform metrics include;

• Conversion rate- the percentage of users taking action after ad interactions

• Return on ad spends- the revenue generated for each dollar spent on ads. It evaluates which methods are working and how to improve the ad campaigns in the future.

• Revenue- the total income earned in a specific period

Also, data-driven strategies work well for marketers. They can understand the customer’s buying journey through the results of a specific marketing effort. However, striking the right balance between data-driven and fresh strategies is significant. 

So, brands can use data-driven campaign strategy for some product categories whereas for others they can experiment with new strategies. 

3 Things Marketing Campaigns Analysis Can Help You With

The analysis of marketing campaigns helps with a lot of things. They reveal areas that work well and the ones that need improvement. However, the insights and analysis of campaign performances may vary from one business to another as different businesses function at different paces. 

Shweta mentions three things that campaign analysis helped her with. Here’s a gist of all three aspects. 

1. Feedback loop: The analysis helped with the feedback loop. It helped in sharing very pointed feedback with copywriters so that they can understand what works right. 

Marketing campaign analysis helps marketers to provide feedback on the ad content. Thus, designers and copywriters can understand what format and content type work best to engage the audience. 

2. Communication: The second aspect that the analysis helped with was identifying what sort of communication works for different user segments or audiences. For instance, a CTA that may work for a top-of-the-funnel audience may not work for a bottom-of-the-funnel audience. So, identifying the communication type ensures better campaign content. 

3. Content optimization: The analysis helped in understanding how users responded to a specific USP. It tells the marketer about the aspects that are better received by users than the rest. It provides an insight into your product functions and what job it does for your consumer. Once you gain the knowledge, you can apply it across all your digital and traditional marketing channels. 

The Bottom Line 

You cannot deny the importance of digital marketing campaigns in the modern business environment. You must, therefore, be familiar not only with the process of planning and executing digital marketing campaigns but also with analyzing the key metrics of campaigns to improve your ads further. 

The post Building, Scaling & Optimizing Powerful Campaigns first appeared on Rocketium.

Before Starting, it is important to understand rebranding. It is basically changing the face of the business- name, logo, vision, mission, values, target audience, or market stay relevant, stand out among competitors, and improve brand awareness.

PlayShifu is a leading AR toy company revolutionizing the world of tomorrow by providing educational play experiences for kids today.

After collecting customer feedback and conducting internal research, “Shifu” was not driving the message the team intended to deliver. That’s when Apoorva and her team decided to rebrand Shifu completely. It was a crucial step to create that association in the consumer's mind between the product and the brand.

In order to do so, the team went through brainstorming sessions and brand activities by creating personas and tones. In PlayShifu’s case, the word “play” was added to the name to drive the messaging home and signify the happiness the toy adds to the children’s lives. This creates a sense of ease in the minds of the parent and the child by making studying a fun task. So to summarize it, the entire ‘play’ as a word became part of the brand, with Shifu being a beloved character known to be a parent or master. 

What did the rebranding process look like for team PlayShifu?

Since everything happened during COVID, the entire rebranding process happened digitally. 

They create a document with a list of questions to ask the core team members – things like what comes to mind when you hear a certain word or, what you think of a certain color, etc.

They collected the inputs, segregated them, and developed different directions in which they could go with their branding.

The team followed a step-by-step approach to narrow down certain keywords, colors, and ethos for the brand. These characteristics are important to give the brand a persona. For PlayShifu, the characteristics were playful, cheerful, and vibrant, which is then strongly reflected in the brand’s posts and videos. 

After ideation, how do to execute rebranding?

Rebranding can be confusing for the customers. It is a crucial step as you can’t keep changing your brand’s identity again and again. 

After finalizing the brand identity, the first step is to list out the places where the changes (logo, colors, font, etc.) need to be made – namely social media platforms, mobile/desktop applications, website, and e-commerce platforms like Amazon. Along with the brand communication, other aspects like the packaging have to change, especially for brands functioning through eCommerce websites.

Then it’s about breaking the news to your audience and raising awareness about your new brand identity. It involves developing the visual elements (logo, tagline, colors, business cards, etc.) and then communicating it to the customers via a whole round of emailers,  social media call-outs, and website banners. For example, they would have a pop-up on their website that said, “Shifu is now PlayShifu.”

Why is having the desired brand identity so important?

Before answering this question, it is important to understand why branding is important. The entire branding process is crucial to create a sense of association in the minds of the viewer because if you just have a product and no branding, then no one will remember you. 

For instance, Approva spoke about a Bamboo toothbrush company. “For almost six years, they've been doing great numbers in sales, but they've never gone into the branding phase. And that's why nobody knows that they are the first company to create those bamboo toothbrushes, which are now being used by multiple other brands and sold under their name.”

There are hundreds of products in the market; branding makes it possible to break through the clutter and make sure that the customer remembers the brand and associates it with a name, color, or identity. Then, you convert that first instance of a customer knowing your brand to something that they’ll remember through brand storytelling.

It is important to create a storyline and communicate it with the audience through different communication channels like website banners, social media posts, and more.

There are multiple digital platforms as well, like Facebook, Instagram, and Pinterest, that can be leveraged by marketers to communicate the brand message with the audience. 

Talking about what approach should be followed, Apoorva suggests, “ Do one thing and do it correctly. And that will really drive your business and your company because I might be doing three posts on Pinterest today, and for a month, I completely forget to do anything over there. And then tomorrow, I'm doing only Instagram, but I'm not doing anything on TikTok despite the fact I have a brand page over there. But there are barely five posts over there with just 10 people engaging with my content; it shows very poorly.”

Summarizing what she said, marketers should take up one platform and drive that one platform correctly because if they try to have a strong presence on every single channel, they might actually end up doing nothing.

PlayShifu came up with the tagline #thepowerofplay. Why do marketers need to create such hashtags?

Like every person has his/her name and persona, there is always one thing that summarizes and describes them as a whole. Similarly, brands use taglines to describe the essence of the business in 2-3 sentences. For instance, Nike as a brand goes with the tagline #justdoit.

So to come up with a powerful tagline, marketers have to think of a simple sentence that best describes the entire brand universe they have created for the brand. They should be extra careful while choosing a tagline as it becomes an extension to tie other pieces of communication like marketing campaigns and sales pitches.

Conclusion

One major takeaway is that brand refresh is a crucial decision and should be implemented only after thorough discussions with the team, the stakeholders, and most importantly, the customers. Branding is all about coming up with concepts that the audience will truly remember and resonate with by telling stories that will stay in the minds of the viewer.

The post How to perfect the art of a Brand Refresh first appeared on Rocketium.

Hyperlocal marketplace or as Akansha described it ‘retailer-first’ marketplace is an on-demand delivery model that helps end-users to connect with local retail shops near them. 

This marketplace serves as an online platform to connect customers to their trusted neighborhood shops (grocery, chemists, pet shops, etc). On one end they have the customers delegating their daily chores more conveniently and on the other end, they have the local retailers who are getting an opportunity to scale their business. 

LoveLocal has two sets of audiences to acquire: one, retailers, and two, consumers. Akansha Hazari, the Founder, and CEO of LoveLocal dives into how her team at LoveLocal prioritized acquiring local retailers to bring their customer acquisition cost to zero.

LoveLocal’s secret sauce for Zero CAC: Targeting Retailers

According to Akansha, retail businesses ‘Account for 40% of jobs in India directly’ and are considered a major growth driver for the economy. Therefore, creating a solution that helps them digitize and modernize their business can bridge the gap that exists in the technology part. 

She believes that  “By empowering local businesses that have already been providing the best solution in terms of delivery, product selection, etc. for many decades, we can deliver better for the end customers.” Fundamentally, following a ‘retailer first approach’ for business owners who already have a loyal customer base means bringing more customers on board.

At Lovelocal, the team has designed the business model in a way that brings in retailers acquired either through shop referrals or customer referrals. They focus not just on scaling the number of retailers but also the types of retailers available on their platform.

The thought behind it is that “Everyone is buying something or the other from local stores. Local retail accounts for 95% of shopping in India but less than 1% of Grocery is digitized.”

How this digital bandwagon for local retailers scaled acquisition and growth

Just before Covid, the world was already moving towards digitalization which created a growing base of retailers willing to come online. So when Lovelocal was launched, the platform saw much more demand than what the team had anticipated. 

With the lockdown, the platform saw a massive jump in the number of retailers willing to onboard. So the team took a product-first approach to solve digital acquisition, onboarding, and management of stores end-to-end to acquire retailers from all over the country.

 “In 24 months we went from 1 city to 35 cities and 1900 pin codes”

In order to achieve this, the LoveLocal team used both digital and non-digital channels to expand their business. The digital ways include Facebook and Google Advertising while the non-digital channels include door-to-door advertising. In their case, the major takeaway was that “Digital channels massively outperformed non-digital channels as online advertising attracted much more ‘pull users’ than ‘push users’.” 

Non-digital platforms require salespeople to go market by market convincing retailers to onboard, but this technique fails as ‘No market can be in the same phase of digitization’ as there are both adopters and late adopters who are in different phases of digitization altogether. On the other hand ‘pull users’ coming from digital platforms are already savvy with technology and are actively looking for ways to go online.

Talking about customer acquisition and growth, Akansha quotes “80 to 90 percent of LoveLocal customers come from retailers”. Instead of just focusing on a retail-to-retail referral program, LoveLocal empowers its retailers with easy-to-use features and a lot of content so that they are constantly using the app to promote their online shop to their consumers. 

What type of content works for LoveLocal?

In the case of LoveLocal, creatives with testimonials and stories of other retailers who have achieved success through the platform have worked wonders. This happens because retailers who are actively looking to move to online platforms relate to the stories and end up onboarding. These testimonials are so powerful that the team has included them in their training videos as well.

Akansha believes “In countries like India retailer communities are very tight which leads others to join as soon as one of them sees success. Hence, these retailers end up becoming the biggest promoter only if one owns their trust.”

Also, by declaring that they will never do anything to compete with local retail, they have built a certain level of trust among the local retailers. The team has turned a complete blind eye towards evenly organized retailers and micro fulfillments, encouraging more and more retailers to onboard.

Final Words

The key learning from the chat with Akansha is that the foundation of any business starts with the right acquisition. Spending money and targeting the wrong audience will ultimately acquire customers that don't fit with the business’ goal. Instead, focusing on solving the problem and finding users who care about the problem, this will have a stronger impact on the longevity of the business.

The post How LoveLocal got their Cost of Customer Acquisition down to Zero 🤯 first appeared on Rocketium.

The problem is: society always sides with the mainstream! What the masses follow, masses follow. But since when did passion and enthusiasm become mainstream? 

They never did, and they never will.

Perhaps that is what sets the passionate people apart from the placid. Perhaps these differences fuel these people, who pierce through the trials of society and keep repeating until success.

This was the essence of HealthKart’s viral video marketing campaigns. It is an example of a master-campaign, a story for the real people, told by the real people, and in the end, it became of the real people.  

According to the annual Wyzowl’s State of Video Marketing Survey report, 86% of businesses use video as a marketing tool, and 92% of marketers who use video say that it’s an important part of their marketing strategy. In addition, perhaps 87% of video marketers reported that video has a positive ROI. 

Marketers are trying hard to tap into the power of video marketing campaigns, relying on such data and trends and following the popularity of features like YouTube shorts and Instagram reels.

To help marketers create such successful video marketing campaigns, Rocketium, in its recent episode of the growth marketing podcast series Spilling the Magic Beans, spoke to Kaustuv Paliwal—Assistant Vice President of HealthKart, about the techniques of creating a successful video campaign. 

HealthKart is a health and fitness nutrition company that garnered much attention for its viral “Tum Kya Samjhoge” (You will not understand!) video campaign with over 9 million views on YouTube and still counting. 

The video, which focused on their ‘MuscleBlaze’ protein powder, makes a good case study for the marketing leaders on how they can harness the power of video campaigns for successful marketing. 

Rules to Creating a Successful Video Marketing Campaign

Here are some master guidelines that you can follow while creating your next video marketing campaign: 

1. Exclude to include

The first rule marketing leaders should follow in video marketing campaigns is to niche down the target audience. As brand owners and marketing strategists, one must understand the importance of figuring out the right audience for their products or services. 

And for this, marketers need to understand whom they need to exclude to include their target audience. American entrepreneur and best-selling author of the best marketing practices’ books, Seth Godin, has rightly said: “Everyone is not your customer.” 

Talking about his journey of creating such a video campaign which turned viral, Kaustuv shares two objectives on which they focused:

1. To resonate with the audience
2. To find the right audience

Kaustuv explains that their product—sports nutrition supplement—targeted Indian customers, especially those into fitness and sports. At the time of the company’s inception in 2012, the Indian fitness nutrition market was heavily dominated by expensive US brands. 

And the only way to compete with those dominant brands was to provide the Indian consumers something affordable without any compromise in the quality.

But then the next challenge was to find the right target audience. Fitness and sports enthusiasts were the more extensive set of audience, and this category keeps fluctuating. This is where the principle of ‘exclude to include’ came into the picture, regarding which Kaustuv says: 

2. Catching hold of the right emotion

Ads work best when they resonate with the audiences’ emotions. 

And the best way to do this is to catch hold of their emotion via the campaign. MuscleBlaze did the same by hyper-targeting a niche audience for their ad campaign. As a result, their ad brilliantly caught hold of the emotions their core audience group could connect with.

Kaustuv explains how the brand tried to delve deeper into the psyche of its target consumers. For instance, the ad touches on the emotions of being bullied for pursuing a sport (as a career/passion), and how this passion to do something bigger doesn’t fit well with many. 

This is how the campaign got its title and subject: “Tum Nahi Samjhoge,” (you’ll not understand), reflecting the inability of society to grasp the passion these enthusiasts (the target audience) carry.

This idea and emotions reflected in the campaign resonate with the real-life emotions of HealthKart’s target audience. Kaustuv says:

“To represent the emotions of fitness people, we wanted to move beyond a transaction statement.”

MuscleBlaze spun a set of beautiful stories in just approx 2 minutes. Among other themes, the video shows a man in a wheelchair doing push-ups early morning to avoid the crowd; a guy working out with a gas cylinder on his rooftop while being made fun of by his friend, and a girl running while the people sitting in a bus going through their Instagram feed—all reflecting the Junoon (passion) of fitness and sports enthusiasts. 

3. Conversations create campaigns that convert

Another important takeaway from Kaustav was that conversations are crucial in creating successful campaigns. In this regard, he says:

“There are focal centers in every community, and generally, people who are committed to a certain passion sport are the focal center of information and word-of-mouth.”

Talking to these people, who are the focal centers in any community, brings a lot of perspective for the marketers. And all the stories shared in Muscle Blaze’s video were nothing but different perspectives of people on the challenges and taboo they had to face from people who didn’t understand their passion. Kaustuv says: 

“The whole strategy of speaking to them, making products for them, and getting their problems corrected made us relevant to the rest of the audience.”

So, this set of people always serves for the word-of-mouth publicity. Unlike the other set of people, they keep going in and out in the community, cling to the core audience group, and represent credibility. 

4. Understanding the right audience

When choosing the right audience for a video campaign, Kaustav emphasized that it depends on one’s business model.  It is more daunting to understand your audience in a B2B model compared to the B2C, as in the former, there is no direct connection with the audience. Explaining his strategy, he says:

 “We went back to our data team and asked them to tell us our very regular consumers based on their consumption.”

He explains that they gradually understood that their core consumers do an activity more than five days a week. And then Kaustuv’s team started interviewing those people. 

Kaustav shares that when they spoke to these consumers, they narrated their experiences of having been marginalized because of their extreme commitment to the sport. And this is how they got all these stories to create such a successful video campaign. Kaustuv says:

“The solution is right in front, to speak to your customers, time in and time again; this is what the world’s best marketers tell us.” 

5. Defining the problem in one line

Regarding how to converse with the consumers, Kaustav says that a good marketer knows to extract a one-line written statement from the whole story of his customers. He says: 

“It’s very important as a marketer to understand what exactly I do resolve in for.”

He says to define this one-line written statement you need to understand specific questions before creating the campaign like:

• Why is he doing this particular activity?
• Who is stopping him from doing this activity?
• Who’s encouraging him to do this activity?
• What are you resolving?

Catering to all these questions in just one line could help marketers create that final resolve that resonates with the customers.In the end, the two biggest takeaways that came out from this conversation were: first, to follow the exclude to include principle so that you lead up to the second takeaway of finding your niche audience with whom your campaign and content resonates.

The post How HealthKart built a campaign that received over 9mn views on Youtube first appeared on Rocketium.

Be it social media feeds or newspapers, the average person in today’s busy world is more likely to skim for information than spend a lot of time reading in-depth. In the digital era, there is a lot of information to consume and too little time. So much so that many will have scrolled through a webpage before it has even loaded completely. 

This represents a challenge for marketers who only have seconds to catch and hopefully hold consumers’ attention. Banner blindness is another manifestation of this fast-growing phenomenon. One of the keys to driving CTR and conversion is interrupting the tendency of scrolling and skimming. Brands need to rethink how they create content and whether it’s really relevant to the needs of their audiences. 

After all, assumptions made on the basis of market research alone aren’t always accurate. Ashish Bajaj, Head of Marketing at MediBuddy suggests that marketers begin every campaign with the question, “(How well) do you know your consumer?” to better engage customers.

At MediBuddy, India’s largest digital healthcare platform, this is standard practice, he says. This can help you clearly convey your value proposition to customers, regardless of the type of campaign.

As a guest on Spilling the Magic Beans, a growth marketing podcast hosted by Rocketium, Ashish talks about how his team at MediBuddy approaches content creation and the hard-won lessons they have learned over the years. 

5 Steps to Creating ‘Eye-catching and Scroll-Stopping’ Content to Engage Customers

Here are 5 key insights from the conversation that you can use to increase the ROI from your own content marketing campaigns.

1. Understand your customers

To accelerate the buyer journey, brands need to “find out what is the nuance that we need to solve…looking at as an output for ourselves from a content point of view”, Ashish says. The average consumer is more than willing to share information on their pain points that either attract or discourage them from trying out digital healthcare products. These insights may not be apparent through segmentation, data analytics or market research alone. 

For example, CSAT surveys can reveal a great deal of feedback about how customers perceive your product and help streamline customer experience. 

“Your customers will give you the perspectives you just haven’t thought about before (sic),” Ashish smiles.

2. Using the right channels

Ashish also recommends identifying the right channels for collecting customer feedback. This can have a major bearing on the quality of customer feedback as “the channels are always evolving.” An efficient feedback loop was critical for brands to drive conversion and retention. 

Giving the example of retail, he says, physical feedback forms were replaced first by phone surveys and then by IVR, because brands realized they “didn’t give us the kind of results that we were looking at.” As brands started to focus on the post-purchase experience, it was no longer enough to just collect feedback at the point of sale. 

Thankfully technology has allowed brands to reach customers more effectively than ever before. For example, with live chat, brands didn’t have to worry about whether a customer “might or might not be free at that point in moment (sic)”. The capabilities it offers are “phenomenal…for anyone who runs any kind of organization which requires constant feedback from consumers,” Ashish observes.

Explaining further, he adds that chat “is very quick…we can have already inputted messages for them and they just need to make an action of either saying yes to it or pressing a one (sic).” Marketers can capitalize on the ease of use factor to “provide both a superior customer experience” and also “understand more about who your customers are.” Referring to chatbots, Ashish says chat has become a “great tool for extracting information without being too intrusive.”

 It can be used to push contextual product recommendations and useful ‘how-to’ content “at every stage of the (customer) journey” to further engage customers.

3. Asking the right questions

However, it was necessary to ask the right questions to elicit objective feedback from customers. As a healthcare brand, Ashish considers post-purchase feedback as critical to optimize MediBuddy’s operations and service delivery. More importantly, it has helped the team “understand why there is so much of variation in the usage of our product,” he says. 

The company has been leveraging these insights to develop content flows that simplify the decision making process for customers, thereby increasing the average order value. Moreover, customer feedback can help online brands identify the triggers for abandoned carts and respond with interventions such as nurturing emails and retargeting ads. 

“Ask your customers why they purchased a particular product or why they didn’t during a particular time,” Ashish says. 

This can reveal patterns about “their frequency of purchasing”. Ultimately, the data can be used to create “win-win” value propositions for customers that are “helpful to them and it drives sales,” Ashish explains.

4. How to choose between quantity versus quality

Marketers often find themselves in a fix when they need to launch a campaign at short notice to capitalize on an emerging trend. On one hand, they know they would have to compromise on quality to meet the timelines. On the other, they would have to face up to the possibility of engagement being adversely impacted. 

Ashish offers a simple solution to this conundrum. “If the content is time sensitive, prioritize putting the content out there,” he says matter-of-factly. He urges brands to evaluate the “most important aspect or objective” of a campaign and decide accordingly. 

Ashish recalls a campaign MediBuddy ran to sensitize its audience of the need to stay indoors during the recent Omnicron wave.  Since it was a time-sensitive campaign, he decided that “what is more important is bring out that content piece, whether or not it tick box over your quality matrices (sic).”

As a health care services provider, MediBuddy could not afford to ignore its obligation of giving “customers the right information”.

However, if a campaign is about “touching the chord of a consumer at a behavior level,” (in other words, focusing on conversion and revenue) then Ashish urges marketers to “take all the time in the world” to get the quality aspect right. In either case, it was only because “they deeply understood their audiences” that his team could identify “exactly which situations to call out in their campaigns,” Ashish says. 

Of course, taking calculated risks is a big part of the game. Ashish says he chose to “spread the right information that actually helped their audiences, even if it meant sacrificing revenues.”

5. Scaling campaigns effectively with creative automation:

Ashish is no stranger to the challenge of scaling campaigns. His team leverages custom templates to scale the basic creative once the basic “look and feel” aspects, such as brand colors or readability, have been finalized.      

Last Words

The learnings from the chat with Ashish can be condensed into three basic ideas: understand customer needs as deeply as possible, prioritize information that solves real-life problems – even if its not directly related to the product you offer – and finally, leverage creative automation to iterate and scale campaigns rapidly, for both customer education and revenue-generating campaigns.

The post How MediBuddy creates campaigns that resonate first appeared on Rocketium.